Google has defined <a href="https://www.thinkwithgoogle.com/marketing-resources/micro-moments/micro-moments-travel-customer-journey/" target="_blank" rel="noopener noreferrer">4 stages of travel</a>, which encompasses everything from the initial spark in which someone decided they might want to take a trip all the way through the process of a guest sharing their vacation photos and experiences online with friends and family.
<ul>
<li>“I want to get away moments” &#8211; dreaming moments</li>
<li>“Time to make a plan moments” &#8211; planning moments</li>
<li>“Let’s book it moments” &#8211; booking moments</li>
<li>“Can’t wait to explore moments” &#8211; experiencing moments</li>
</ul>
In our new guide (available at <a href="https://admin.travelboommarketing.com/advertising/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/advertising/</a>), we combine Google’s travel micro-moments with the traditional sales funnel to help hotel marketers better align advertising platforms and ad offerings with each stage of the travel shopping process.
In today’s episode, we’ll discuss the TL;DR version of this whitepaper. (Thought you should still totally download the full version!)
NOTE: SORRY ABOUT THE SOUND QUALITY IN THIS EPISODE. WE MESSED UP DURING THE RECORDING PROCESS. THE CONTENT IS STILL GREAT. ENJOY!
CLICK THE PLAY BUTTON BELOW TO START LISTENING.
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<a href="https://itunes.apple.com/us/podcast/fuel-hotel-marketing-podcast/id1101978909" target="_blank" rel="noopener noreferrer"><img decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/itunes.png" alt="Subscribe to the Fuel Hotel Marketing Podcast on iTunes" width="165" /></a> <a href="https://soundcloud.com/fuel-hotel-marketing" target="_blank" rel="noopener noreferrer"><img decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/soundcloud_button.png" alt="Listen to the Fuel Hotel Marketing Podcast on Soundcloud" width="190" /></a> <a href="http://app.stitcher.com/browse/feed/87986/episodes" target="_blank" rel="noopener noreferrer"><img decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Subscribe-on-Stitcher-Icon-11.png" alt="Listen to the Fuel Hotel Marketing Podcast on Stitcher" width="155" /></a><a href="https://play.google.com/music/m/Is5pw37jjjn4tk327nqan4uh5ci?t=Fuel_Hotel_Marketing_Podcast" target="_blank" rel="noopener noreferrer"><img decoding="async" class="alignnone size-full wp-image-5087" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo.png" alt="Google-play-logo" width="175" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo.png 2194w, https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo-300x105.png 300w, https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo-768x268.png 768w, https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo-1024x358.png 1024w" sizes="(max-width: 2194px) 100vw, 2194px" /></a>
If you like what you hear, please leave a comment below, share it with your friends, and also leave a review.
========================
SHOW NOTES:
<h2>1. Upper Funnel &#8211; Inspiration &#8211; Dreaming Of A Vacation Phase</h2>
A traveler has a defined travel intent but has not gotten down to the nuts and bolts of planning a vacation.  A leisure traveler could be weeks or even months away from actually booking a hotel, but the spark is there. They have caught the travel bug and are itching to quench their adventure thirst. This is the perfect opportunity for your hotel or resort to plant a seed in that consumer’s head about your property.
Note: While this phase is generally best tackled by a local travel portal or destination marketing organization, awareness marketing can be very successful for properties with a unique offering and a budget to accommodate demand generation.
Challenge &#8211; Are you visible? 
Goal &#8211; Inspire travel; generate awareness
At the inspiration stage of the funnel, your ads should focus on selling the unique experience of your hotel or your destination to spark a desire to travel. 
<h2>Top Travel Inspiration Advertising Channels For Hotels</h2>
YouTube TrueView
<ul>
<li>Opt-in viewing platform; advertisers are only charged when 30-seconds of video is viewed</li>
<li>No time restriction on how long your video ad can run &#8211; creative flexibility</li>
<li>Viewers can choose to watch or skip</li>
<li>2 Placement Options:
<ul>
<li>“In stream” ads → Play before a YouTube clip; people are subjected to 5 seconds, can then choose to skip or watch.</li>
<li>“Video discovery” ads → Appear throughout YouTube next to other videos, on search pages, etc.</li>
</ul>
</li>
</ul>
Google Display Network
<ul>
<li>Allows advertisers to reach consumers across other sites via the Google Display Network (GDN)</li>
<li>Extensive targeting options → demographic, interest-based, geographic, behavior, re-targeting, etc.</li>
<li>CPC or CPM based bidding models</li>
<li>Various ad size options</li>
</ul>
Campaign Example: You are a boutique hotel in the heart of wine country, California. High-quality static image of attractive young couple enjoying a glass of wine overlooking the vineyard with text overlay “Sip. Savor. See” at the top and “Come For The Wine, Stay For The Experience. See Why Guests Prefer {name of property}” CTA. Target women + ages 30 &#8211; 40 + income $75,000+ + interests in food &amp; wine, travel, etc. &#8211; essentially building a guest persona and applying that to display targeting. Direct users to the homepage of your website.
Facebook Video View Ads
<h2>2. Mid Funnel &#8211; Interest &amp; Consideration &#8211; Ready To Plan</h2>
A traveler in the interest and consideration phase of planning a leisure vacation already has a destination in mind &#8211; and that’s as far as they’ve gotten. They simply have a well-defined travel intent and are in the weeds of researching lodging options, planning travel activities, reading online reviews, and more. At this portion of the travel shopping funnel, your hotel or resort should focus on remaining present and providing shoppers with everything they could possibly need to make the right decision &#8211; which is to stay at your hotel, obviously. Advertising at this point in the funnel should persuade, if not convince, travel shoppers to strongly consider your property for their travel adventure.
Challenge &#8211; are you generating leads? 
Goal &#8211; Remain in the guest consideration set, generate “leads” &#8211; email addresse
<h2>Top Consideration Advertising Channels For Hotels</h2>
Google AdWords &#8211; Non-Brand
<ul>
<li>Refers to bidding on any keyword that is NOT affiliated with your brand</li>
<li>Consider CPC (higher), CTR (lower), &amp; ROAS (lower) versus branded campaigns</li>
<li>Start with highly relevant search queries and then branch out
<ul>
<li>Proximity or location based queries</li>
<li>Amenity queries</li>
<li>Room type queries</li>
</ul>
</li>
</ul>
Facebook &#8211; Lead Generation Ads
<ul>
<li>Native form collection &#8211; auto-fills with Facebook profile information</li>
<li>Forms are flexible and easy to create</li>
<li>Emails can feed into certain email systems or can easily be exported</li>
</ul>
Campaign Example: You are a budget-conscious Las Vegas hotel seeking leads for bachelorette parties. Use high-quality static image of attractive group of young girls “cheers-ing” with colorful cocktails. Target key geographic markets + women ages 25 &#8211; 35 + recently engaged + interested in pages related to “las vegas” + income $30,000 &#8211; $75,000. After collecting data, the form should divert traffic to a page on the website dedicated to bachelorette parties and packages.
Google Hotel Ads
<ul>
<li>Display in the “local packs” as well as individual “local” hotel business pages</li>
<li>Opportunity to bid for placement → OTAs are very present in this space!</li>
<li>Feed inventory &amp; rates directly to Google → Searcher is sent directly to your hotel’s booking engine</li>
<li>Several bidding strategies &#8211; Map CPC, Budget optimizer, Target ROAS, Commission (beta)</li>
<li>Must work with Google verified partner (aka, Fuel)</li>
</ul>
<h2>3.) Bottom Funnel &#8211; Decision &amp; Purchase &#8211; Ready To Book</h2>
Congratulations! Your hotel website has remained in the consideration set of the travel consumer and the shopper is getting ready to book. Are they easily able to do this? Are your rates consistent across your distribution channels? Does your website effectively solicit and capture email addresses? Is your hotel website easy to find and navigate?
Challenge &#8211; are you converting leads? 
Goal &#8211; Bookings
Advertising during the decision and purchase phase has one job and one job only &#8211; to convert shoppers into bookers. Ads will target your most highly qualified leads through brand-related campaigns and strategic retargeting techniques. Furthermore, ads will be focused on getting travel shoppers to move forward with the booking process.
At the decision and purchase stage of the funnel, your ads should focus on persuading the travel shopper that your hotel best meets all of their needs and to book their stay directly on your hotel website. 
<h2>Top Direct Booking Advertising Channels For Hotels</h2>
Google AdWords &amp; BingAds &#8211; Brand PPC
<ul>
<li>Refers to bidding on your hotel’s actual brand search terms</li>
<li>OTAs are very present in this space → You need to be here!</li>
<li>Reinforce your brand and capture prime SERP real estate</li>
<li>Follow PPC best practices!</li>
</ul>
Facebook &#8211; Dynamic Ads For Travel
<ul>
<li>Newer ad format &#8211; advanced set-up is required</li>
<li>Your booking engine feeds Facebook your live inventory &amp; rates</li>
<li>Hotels need Facebook pixel, hotel catalogue, Facebook page, Facebook ad account</li>
<li>Set up catalog, implement pixel, create ad template</li>
</ul>
Campaign Example: You are an independent ski resort in Jackson Hole, Wyoming. Integrate your hotel’s inventory with the Facebook API to retarget travel shoppers who have completed a room search and viewed a specific room within your booking engine but did not complete a booking. Test different strategies, like a simple retargeting campaign to remind the shopper of their shopping experience paired with a sense of urgency, or even offering a slight discount or an incentive to book now. Use high-quality room and amenity images to help the shopper imagine themselves at your property and relevant CTAs to entice engagement and clicks.
<h3>TripAdvisor / Meta Search / Online Travel Agents / Google Hotel Ads</h3>
<ul>
<li>YES, you want travelers to book direct.</li>
<li>YES, you should give travelers every opportunity to book on your website.</li>
<li>YES, you should offer the best or at least the same rates that are available on third party sites on your website.</li>
<li>YES, you should offer incentive to book directly with your hotel.</li>
<li>HOWEVER, this is not always how the world works.</li>
</ul>
There are some people who are going to be lured in by a <a href="https://admin.travelboommarketing.com/services/hotel-meta-search/">hotel metasearch</a> site that is bidding for placement on your brand. Or, some people are simply very loyal to a particular OTA brand, like Expedia. You still want to be there for travelers however and wherever they are looking to book. Therefore, we always recommend still having a presence on these third-party booking sites. Of course, we advocate educating travel shoppers on the value of booking direct and working diligently to convert OTA bookers into in-house bookers for their next visit, but when a shopper is looking to stay at your hotel and they aren’t able to via their favorite website, you’re going to have a problem.
<div id="lp-pom-text-16" class="lp-element lp-pom-text nlh">DOWNLOAD THE FULL HOTEL ADVERTISING WHITEPAPER FROM <a href="https://admin.travelboommarketing.com/advertising/" target="_blank" rel="noopener noreferrer">WWW.FUELTRAVEL.COM/ADVERTISING/ </a></div>
<div></div>
<div></div>
======================== 
In The News
20% of Hilton’s Bookings Come From Mobile App 
<a href="https://digiday.com/marketing/hilton-gets-20-percent-bookings-mobile-app/" target="_blank" rel="noopener noreferrer">https://digiday.com/marketing/hilton-gets-20-percent-bookings-mobile-app/</a>
Is TripAdvisor for Sale? Could Amazon Be Interested? 
<a href="https://seekingalpha.com/article/4110580-tripadvisor-expect-either-new-buyback-plan-sale-company" target="_blank" rel="noopener noreferrer">https://seekingalpha.com/article/4110580-tripadvisor-expect-either-new-buyback-plan-sale-company</a>
========================
Follow Us on Twitter:
@_travelboom 
@stuartbutler 
@marketingmeisha 
@makavanagh 
@pdimaio
<hr />
<div></div>
Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a>.

Fuel Hotel Marketing Podcast: Episode 64 – Secrets To Becoming A Hotel Advertising Pro

Why do hotels need a website? Essentially, your website’s job is to close the uncertainty gap, which results in the casual shopper becoming  a customer. In order to close the uncertainty gap, your website must anticipate and answer questions that the shopper is likely to have during the research and purchase process.
So, why do the vast majority of shoppers not convert to bookers? Conversion rate on a leisure hotel’s website can be 1-5%. Meaning between 95-99% of website visitors are not booking online during that session.
If you answer the shoppers&#8217; questions effectively, you will likely see your conversion rate increase and the number of phone calls you receive decrease. The people who come to your site are obviously interested in your offering.  It’s your website’s job to nurture those shoppers into bookers.
In this episode of the Fuel Hotel Marketing Podcast, we look at the questions that your hotel website should be answering in order to help your website visitors become loyal guests.
CLICK THE PLAY BUTTON BELOW TO START LISTENING.
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If you like what you hear, please leave a comment below, share it with your friends, and also leave a review.
========================
SHOW NOTES:
The 5 key goals of a great hotel website:
&nbsp;
<ul>
<li>Create a great first impression and make the shopper feel welcome</li>
</ul>
<ul>
<li>Persuade the shopper that they would be comfortable and secure at your property</li>
</ul>
<ul>
<li>Show the shopper the benefits of staying at your property and that you offer everything they need</li>
</ul>
<ul>
<li>Remove any doubt or fear that the shopper may have and reassure them that they are making a good decision</li>
</ul>
<ul>
<li>Make it easy for the guest to navigate the site and book (on any device)</li>
</ul>
&nbsp;
The best way to accomplish these goals is to have a modern responsive site that is kept up to date and that anticipates and answers every potential question that may occur during the research process. Here are some of the key types of questions that your website should be addressing:
<h1>1. Is it the right location for me?</h1>
<ul>
<li>What city and state is your hotel located in?</li>
</ul>
<ul>
<li>What’s the relative location to specific landmarks (beach, shopping, attraction, etc)?</li>
</ul>
<ul>
<li>What’s the immediate vicinity like and what’s nearby?</li>
</ul>
<ul>
<li>How do I get to the property?</li>
</ul>
<ul>
<li>How far is it from the airport?</li>
</ul>
<ul>
<li>What are my public transportation options?</li>
</ul>
<ul>
<li>Does the property offer shuttle service?</li>
</ul>
&nbsp;
<h1>2. Is it the right property for me?</h1>
&nbsp;
<ul>
<li>Are the rooms clean?</li>
</ul>
<ul>
<li>Are the public spaces clean?</li>
</ul>
<ul>
<li>Is the staff friendly?</li>
</ul>
<ul>
<li>Who are typical guests of this property?</li>
</ul>
<ul>
<li>Did other guests have a good experience at the property?</li>
</ul>
<ul>
<li>What do other guests like about the property?</li>
</ul>
<ul>
<li>What are the water features like?</li>
</ul>
<ul>
<li>What’s the gym like?</li>
</ul>
<ul>
<li>What’s the business center like?</li>
</ul>
<ul>
<li>What’s the spa like?</li>
</ul>
<ul>
<li>What dining options does the property offer (especially breakfast)?</li>
</ul>
<ul>
<li>Does the property offer room service?</li>
</ul>
<ul>
<li>Where’s the nearest coffee shop?</li>
</ul>
&nbsp;
&nbsp;
<h1>3. What room should I pick?</h1>
&nbsp;
<ul>
<li>What are the room layout options?</li>
</ul>
<ul>
<li>What do the rooms look like?</li>
</ul>
<ul>
<li>How big are the rooms?</li>
</ul>
<ul>
<li>How many people can sleep in the room?</li>
</ul>
<ul>
<li>What’s the bed configuration for the room?</li>
</ul>
<ul>
<li>How many bathrooms are in the room?</li>
</ul>
<ul>
<li>Is there a shower or a tub?</li>
</ul>
<ul>
<li>How up to date is the furniture?</li>
</ul>
<ul>
<li>What’s the view from the room?</li>
</ul>
<ul>
<li>What amenities are in the room?</li>
</ul>
<ul>
<li>Does the room have an iron and ironing board?</li>
</ul>
<ul>
<li>Does the room have a fridge/freezer?</li>
</ul>
<ul>
<li>Does the room have a microwave?</li>
</ul>
<ul>
<li>Does the room have a coffee machine?</li>
</ul>
<ul>
<li>Does the room have a hair dryer?</li>
</ul>
<ul>
<li>Does the room have internet connectivity?</li>
</ul>
<ul>
<li>Does the room has a safe?</li>
</ul>
<ul>
<li>What technology is in the room? (USB ports, bluetooth, etc)</li>
</ul>
<ul>
<li>Is the wi-fi free?</li>
</ul>
<ul>
<li>Is the room handicap accessible?</li>
</ul>
<ul>
<li>Is the room smoke-free?</li>
</ul>
<ul>
<li>Is the room pet-friendly?</li>
</ul>
<ul>
<li>How comfortable are the beds?</li>
</ul>
&nbsp;
&nbsp;
<h1>4. Are these the right dates for me and is now the right time to book?</h1>
&nbsp;
<ul>
<li>What’s going on during my specific dates on property?</li>
</ul>
<ul>
<li>What’s going on in the nearby area during specific dates?</li>
</ul>
<ul>
<li>What can I get to eat/drink on property during specific dates?</li>
</ul>
<ul>
<li>What time do things open on property?</li>
</ul>
<ul>
<li>What’s the weather like this time of year?</li>
</ul>
<ul>
<li>Will the room I want be sold out if I wait too long?</li>
</ul>
<ul>
<li>Does the price change if I don’t book today?</li>
</ul>
<ul>
<li>Does the price change if i change my dates?</li>
</ul>
&nbsp;
&nbsp;
<h1>5. What’s this going to cost me and am I getting the best value?</h1>
&nbsp;
<ul>
<li>How much does it cost?</li>
</ul>
<ul>
<li>Do I get my money’s worth?</li>
</ul>
<ul>
<li>Are there special discounts for seniors/military/teachers/government/AAA/&#8230;</li>
</ul>
<ul>
<li>What is included in the cost?</li>
</ul>
<ul>
<li>What isn’t included and how much will that cost?</li>
</ul>
<ul>
<li>How is the price compared to other properties?</li>
</ul>
<ul>
<li>Can I find the same property cheaper somewhere else?</li>
</ul>
<ul>
<li>What’s the benefit of booking on this website vs. somewhere else?</li>
</ul>
<ul>
<li>How much is due at booking?</li>
</ul>
<ul>
<li>When is the balance due?</li>
</ul>
<ul>
<li>What’s the cancellation policy?</li>
</ul>
<ul>
<li>Is parking free?</li>
</ul>
<ul>
<li>Is there a loyalty program?</li>
</ul>
<ul>
<li>What are the payment options?</li>
</ul>
<ul>
<li>Will the rates go up after I book?</li>
</ul>
<ul>
<li>What did other people pay for the same room?</li>
</ul>
<ul>
<li>What is the ______ (resort, city, etc) fee?</li>
<li></li>
</ul>
&nbsp;
<h1>6. I booked, but do I regret my decision?</h1>
Once they’ve booked, you should still anticipate their questions and answer them. This will cut down on phone calls and also set expectations with your guest, which leads to a lower cancellation rate and higher satisfaction scores. 
&nbsp;
<ul>
<li>What time is check-in/out?</li>
</ul>
<ul>
<li>Where do I park?</li>
</ul>
<ul>
<li>Is parking free?</li>
</ul>
<ul>
<li>Where do I check in?</li>
</ul>
<ul>
<li>Does the property offer mobile check-in?</li>
</ul>
<ul>
<li>Who do I contact if I have a question?</li>
</ul>
<ul>
<li>Is there valet parking?</li>
</ul>
<ul>
<li>Where are the luggage carts?</li>
</ul>
<ul>
<li>Can I use the amenities before check-in?</li>
</ul>
<ul>
<li>Is there somewhere I can leave my luggage?</li>
</ul>
&nbsp;
Each property and location will likely have it’s own set of unique questions. Talk to your reservation staff, talk to your guests, talk to your house keepers. Make a list of the questions that are asked and ensure that your website is answering all of them.
<h1>Action Items</h1>
<ol>
<li>Ask existing guests why they decided to stay with you and leverage that knowledge to entice new guests</li>
<li>Address the main questions on every major landing page throughout the site</li>
<li>Build an FAQ page on your site</li>
<li>Use Social Proof, FOMO and other psychological tactics to persuade your guest</li>
<li>Ensure that your site is easy to use and mobile friendly</li>
</ol>
<div id="lp-pom-text-16" class="lp-element lp-pom-text nlh"></div>
======================== 
In The News
Google Travel Worth $100 Billion &#8211; Freebie 
<a href="https://skift.com/2017/09/18/google-travel-is-worth-100-billion-even-more-than-priceline/" target="_blank" rel="noopener noreferrer">https://skift.com/2017/09/18/google-travel-is-worth-100-billion-even-more-than-priceline/</a>
My 420 Tours has high expectations for the future of cannabis tourism in the US 
<a href="https://www.tnooz.com/article/my-420-tours-has-high-expectations-for-the-future-of-cannabis-tourism-in-the-u-s/" target="_blank" rel="noopener noreferrer">https://www.tnooz.com/article/my-420-tours-has-high-expectations-for-the-future-of-cannabis-tourism-in-the-u-s/</a>
========================
Follow Us on Twitter:
@_travelboom 
@stuartbutler 
@marketingmeisha 
@makavanagh 
@pdimaio
<hr />
&nbsp;
<div></div>
Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a>.

Fuel Hotel Marketing Podcast: Episode 63 – How To Make Your Hotel Website More Effective By Answering Questions

Fueligans tend to be nerdy about data and we’re always looking to find new insights that can help shape the marketing strategy for our hotel clients. In this episode of the Fuel Hotel Marketing Podcast, we take a look at 5 recent facts that we’ve stumbled upon and that are influencing our decision making. We look at the data, discuss what it means, and tell you how you can apply this new found knowledge to help drive more direct bookings for your hotel.
CLICK THE PLAY BUTTON BELOW TO START LISTENING.
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========================
Show Notes:
<h2>Fact 1: Experience, not price, drives early travel plans</h2>
<a href="http://www.cmo.com/features/articles/2017/7/21/expedia-travel-survey.html#gs.0C7blGQ" target="_blank" rel="noopener noreferrer">http://www.cmo.com/features/articles/2017/7/21/expedia-travel-survey.html#gs.0C7blGQ</a>
According to Expedia Media Solutions, the travel experience itself matters more early in the decision-making process. 65% of consumers are influenced by content published by brands and destinations when they are making travel plans. In the 45 days leading up to booking, the average American visits travel sites 140 times.  That is a LOT of opportunity to get your message about your brand to them.
Consumers are looking for inspiration. Most know what they want to do, but not necessarily where to do it. Thirty-eight percent of travel bookers in Canada and 30 percent of travel bookers in the U.K. were influenced by advertising when considering more than one destination.
To-Do:
<ul>
<li>Use social media targeting/retargeting/look-alike audiences to reach consumers in your target market</li>
<li>Possible use of display advertising</li>
<li>Make sure you have kick-ass content on your website that showcases what makes your property unique, and stands apart from competitor destinations and properties</li>
</ul>
<h2>Fact 2: 95% of travelers read reviews before booking</h2>
<a href="https://www.rezdy.com/resource/travel-statistics-for-tour-operators/" target="_blank" rel="noopener noreferrer">https://www.rezdy.com/resource/travel-statistics-for-tour-operators/</a>
Leisure travelers read an average of 6-7 reviews before booking. Business travelers read an average of 5.
To-Do:
<ul>
<li>Make sure you are actively managing reviews on sites like TripAdvisor. Responding to both positive and negative reviews gives the consumer more confidence that someone is paying attention to feedback, and doing their best to rectify potentially bad experiences.</li>
<li>Provide recent, real reviews on your website. You’ve got a captive audience ready to book. Don’t lose them because they decide to go to a review site to get this information. Not only do you potentially now have to pay an OTA 15% commission on a consumer that was ready to book with you, but you might lose the consumer completely to another property.</li>
</ul>
<h2>Fact 3: Millennials are more likely to book via a smartphone</h2>
<a href="https://www.thinkwithgoogle.com/advertising-channels/mobile/millennial-travelers-mobile-shopping-booking-behavior/" target="_blank" rel="noopener noreferrer">https://www.thinkwithgoogle.com/advertising-channels/mobile/millennial-travelers-mobile-shopping-booking-behavior/</a>
66% of millennial travelers say they can find the same hotel information on a mobile device as a desktop computer. 64% say they typically book a hotel room on a smartphone after shopping on one. Two-thirds of these travelers are comfortable planning an entire trip on a smartphone.
To-Do:
<ul>
<li>No-brainer here: mobile friendly website</li>
<li>Extra no-brainer: mobile-first booking engine</li>
</ul>
<h2>Fact 4: AR/VR and wearables are emerging travel disruptors</h2>
<a href="http://www.cmo.com/adobe-digital-insights/articles/2017/4/25/ar-vr-wearables-travel-industry-trends-adi.html#gs.9dvdHD0" target="_blank" rel="noopener noreferrer">http://www.cmo.com/adobe-digital-insights/articles/2017/4/25/ar-vr-wearables-travel-industry-trends-adi.html#gs.9dvdHD0</a>
According to an Adobe Digital Insights analysis of 321 million social engagements, at least eight of the largest hotels have tested some kind of VR experience during the past six months. Most of these were paired experiences with the consumers’ mobile devices.
To-Do
<ul>
<li>This technology is still in the early adoption phase. It may not make sense for every hotelier to jump on the bandwagon right now.</li>
<li>However, start thinking about how it could enhance your consumer experience. Can you provide a VR property tour? How about a tour of some specific area attractions? See fact number one &#8211; could your tour convince a consumer to come to your destination and property vs. somewhere else?</li>
</ul>
<h2>Fact 5: Travel brands can’t ace experience without a single customer view</h2>
<a href="http://www.cmo.com/features/articles/2017/3/29/travel-and-hospitality-customer-experience-ddm-tlp.html#gs.LVntQxY" target="_blank" rel="noopener noreferrer">http://www.cmo.com/features/articles/2017/3/29/travel-and-hospitality-customer-experience-ddm-tlp.html#gs.LVntQxY</a>
Only 5% of travel companies have their data integrated across all channels and leveraging the opportunities there. Most companies have data managed in silos, which creates an inconsistent experience across channels.
As a hotelier, you have access to a plethora of data on your consumers: PMS, email database, website analytics, booking engine data, surveys, reviews, etc. Imagine you could harness the power of matching up all of the data you had for every consumer and guest to market to them in the most efficient, cost-effective way.
To-Do:
<ul>
<li>Start small, and build gradually</li>
<li>Integrate your email database with your PMS.
<ul>
<li>Start customizing email marketing based on previous booking behavior</li>
<li>At the very least, filter out guests that already have reservations made BEFORE you send them an email for the same time they are already booked</li>
</ul>
</li>
<li>Start utilizing your email database as a true CRM system
<ul>
<li>Build profile data on things you can easily obtain: booking history, demographics (Kids? Spouse? Geography? On-site purchases?), post-stay survey, pre-stay survey, etc.</li>
<li>Use post-stay or other types of surveys to obtain further information: hobbies, travel frequency and patterns</li>
</ul>
</li>
</ul>
Bottom line on all of these facts: the consumer experience always comes first. Make that your priority, and let technology aide you in serving your guest the best experience.
========================
<div id="lp-pom-text-16" class="lp-element lp-pom-text nlh">
WEBINAR: 
THE 3 TECH MAXIMS 
THAT WILL MAKE OR BREAK 
YOUR HOTEL IN 2018
<div id="lp-pom-box-51" class="lp-element lp-pom-box">
<div id="lp-pom-text-52" class="lp-element lp-pom-text nlh">
<div class="lplh-31">Register for this webinar</div>
</div>
<div id="lp-pom-text-53" class="lp-element lp-pom-text nlh">
<div class="lplh-26">Date: Tuesday, Sept. 19 
Time: 10am EDT | 7am PDT | 3pm GMT</div>
</div>
</div>
<a href="https://admin.travelboommarketing.com/webinar/" target="_blank" rel="noopener noreferrer">https://admin.travelboommarketing.com/webinar/</a>
</div>
======================== 
In The News
Google Testing Rooms Carousel 
<a href="https://www.seroundtable.com/google-hotel-select-room-carousel-24408.html" target="_blank" rel="noopener noreferrer">https://www.seroundtable.com/google-hotel-select-room-carousel-24408.html</a>
The online review sites every hotel needs on their radar<a href="http://www.traveltripper.com/blog/beyond-tripadvisor-the-online-review-sites-every-hotel-needs-on-their-radar/" target="_blank" rel="noopener noreferrer">http://www.traveltripper.com/blog/beyond-tripadvisor-the-online-review-sites-every-hotel-needs-on-their-radar/</a> (not so much as news as a good perspective on non-TripAdvisor reviews from our friends at Travel Tripper)
HotelTonight.com To Offer Advance Bookings &#8211; Up to 100 Days 
<a href="https://www.reuters.com/article/us-hoteltonight-bookings/hotel-tonight-faces-off-with-expedia-priceline-with-advanced-bookings-idUSKCN1BI197" target="_blank" rel="noopener noreferrer">https://www.reuters.com/article/us-hoteltonight-bookings/hotel-tonight-faces-off-with-expedia-priceline-with-advanced-bookings-idUSKCN1BI197</a>
========================
Follow Us on Twitter:
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@stuartbutler 
@marketingmeisha 
@makavanagh 
@pdimaio
<hr />
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Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a>.

Fuel Hotel Marketing Podcast: Episode 62 – 5 Unbelievable Hotel Marketing Facts You Need To Know And Act Upon

As marketers, it’s far too easy for us to rest on our past successes and for us to believe that what worked yesterday will work tomorrow. The reality is that things often change and the truths that we hold close to us may end up holding us back. In our experience, the good marketers are the ones who constantly challenge their preconceptions and seek out ways to disprove conventional wisdom. This episode focuses on 5 myths that we still often hear about hotel marketing. Make sure that you don’t fall foul to them.
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If you like what you hear, please leave a comment below, share it with your friends, and also leave a review.
========================
Show Notes:
<h3>Myth #1: I have a brand new website; I will rank for ALL of the things!</h3>
People often assume that launching a new website will magically fix all their SEO &amp; ranking problems. &#8211; FALSE.
<ul>
<li>Hopefully your web team &#8211; whether in-house or agency &#8211; is SEO savvy and took all of the necessary steps to ensure your hotel website is as search engine friendly as possible
<ul>
<li>Differences between designers, web designers, programmers, and SEO experts → Should all we working together throughout the process!</li>
<li>SEO is often an afterthought → Think SEO first!</li>
</ul>
</li>
<li>Set realistic expectations &#8211; Your hotel will not rank for broad “Hotels in (name of destination)” type keywords. Rather, focus on less competitive, niche areas that are hyper relevant to your property.
<ul>
<li>Amenity-based searches (Ex: “orlando hotel with water park”)</li>
<li>Proximity-based searches (Ex: “orlando hotel near convention center”)</li>
<li>Room-specific searches (Ex: “3 bedroom condo in downtown orlando”)</li>
</ul>
</li>
<li>Important SEO stuffs for launching a new website
<ul>
<li>URL structure</li>
<li>Dynamic XML sitemap → Submit to google search console</li>
<li>Title tags &amp; meta descriptions</li>
<li>301 redirects</li>
<li>Check out our <a href="https://admin.travelboommarketing.com/blog/ultimate-seo-audit-for-hotels/">free SEO Cheat Sheet</a> for details!</li>
</ul>
</li>
</ul>
<h3>Myth #2: Brand PPC Is A Waste Of Money.</h3>
Google your hotel’s name. More times than not, there are OTAs &amp; meta search sites bidding on your brand.
<ul>
<li>OTAs know branded clicks convey a higher purchase intent and have a lower CPC than broad terms → They want that commission $$$</li>
<li>Not bidding on brand = handing the OTAs money</li>
</ul>
Why bid on brand?
<ul>
<li>Brand protection</li>
<li>Compete with OTAs</li>
<li>CPC on brand is lower than OTA commissions</li>
<li>High return → ROAS often &gt;1,000%</li>
</ul>
PS – If you are worried about natural search cannibalization – fret not. We cover that too in our <a href="https://admin.travelboommarketing.com/blog/case-studies/brand-ppc-case-study/">Brand PPC Case Study</a>.
<h3>Myth #3: People Don’t Book On Mobile.</h3>
<h3>While the research and booking process was admittedly cumbersome and unenjoyable many years ago, mobile has comes a long way and has slowly won over the hearts and trust of consumers.</h3>
<ul>
<li>Way past the mobile tipping point &#8211; &gt;50% of searches done via mobile</li>
<li>“Mobile friendly” is not just a “best practice” → Now a requirement, search engines give rank preference to sites with better mobile experience</li>
</ul>
FACT:
<ul>
<li>62% of smartphone users have completed a purchase via a mobile device</li>
</ul>
STATS: (Client website, data from May &#8211; July 2016 compared to same date range 2017)
<ul>
<li>Total sales +78.5% Y/Y ; Mobile specific sales up 134.5% Y/Y
<ul>
<li>Mobile accounted for 40.1% of sales in 2016 ; increased to 53.6% of sales in 2017</li>
</ul>
</li>
<li>Total revenue +80.4% Y/Y ; Mobile specific revenue up 146.3% Y/Y
<ul>
<li>Mobile accounted for 38.7% of revenue in 2016; increased to 52.3% of revenue in 2017</li>
</ul>
</li>
</ul>
The Catch?
<ul>
<li>Your hotel MUST have a mobile-first experience from start to finish → Website + Booking Engine</li>
<li>Website above switched over to the new mobile-friendly Guest Desk</li>
</ul>
<h3>Myth #4: I Don’t Need A Mobile App.</h3>
People don’t book via mobile.
People would just delete the app as soon as they leave the property.
Developing a mobile app is way too expensive.
Erroneous on all accounts!
<ul>
<li>Already addressed mobile bookings &#8211; next.</li>
<li>Taking up space on someone’s phone is not the goal; the goal is for the guest to use the app during their stay</li>
<li>You can have the industry’s #1 mobile app for as little as $250 / month. Boom.</li>
</ul>
Why your hotel needs a mobile app:
<ul>
<li>Drive additional revenue → room upgrades / additional nights, late check-out, attraction / ticket sales, additional services, etc.</li>
<li>One on one communication with guest → Hit them with the right message at the right time; gather valuable feedback and put out any potential fires before they hit TripAdvisor</li>
<li>Better on-property experience for guest → Express check-in &amp; check-out, concierge service, eliminates the need to actually talk to people</li>
<li>Operational efficiencies</li>
</ul>
Have we convinced you yet? See for yourself in person how awesome a white-labeled hotel app could be by <a href="https://admin.travelboommarketing.com/contact-us/">scheduling your complimentary demo</a>.
&nbsp;
<h3>Myth #5: Social Media Doesn’t Have An ROI.</h3>
Why would you bother paying someone to play around on the internet all day, especially when it in no way generates a return for your property?
Contrary to popular belief, social media is alive and kicking in the revenue stream department and plays an important role for your hotel.
<h3>Why does your hotel need a social media strategy?</h3>
<ul>
<li>Give your brand a voice.</li>
<li>Communicate directly with guests and address questions, comments, or concerns.</li>
<li>Share meaningful content for various points in the vacation or hotel booking process – from dreaming to check-out.</li>
<li>Showcase user-generated content like past guest reviews or shared guest photos.</li>
<li>Reach new customers.</li>
</ul>
Organic Stats: (data pulled from May &#8211; July 2017)
<ul>
<li>$7,722</li>
<li>$6,593</li>
<li>$4,500</li>
</ul>
Get inspired → <a href="https://admin.travelboommarketing.com/blog/social-media-post-ideas-hotels/">75 Social Media Post Ideas For Hotels</a>
Paid Stats: (promoted post Spring 2017 &#8211; Vacation Travel Gas Map)
Impressions: 37,557
Clicks: 3,228
CTR: 8.59%
Cost: $100
CPC: $0.03
Sales: 4
Revenue: $2,200
ROAS: 2,200%
&nbsp;
CHECK OUT THE FULL BLOG ARTICLE:
<blockquote class="wp-embedded-content" data-secret="OxRWR2d6HF"><a href="https://admin.travelboommarketing.com/blog/top-hotel-marketing-myths-debunked/">Top Hotel Marketing Myths Debunked</a></blockquote>
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Question of the week: 
Hi Fueligans!
I adore your podcast and all the extremely useful info you share. Keep the wisdom coming!
Here&#8217;s my question:
We are planning to open a 16 unit Oceanside resort on the coast of Chile about 25 minutes from the Casablanca Valley. Construction is going well and hoping to welcome guests in 6 months.
What is the most effective way to market prior to opening?
Thanks in advance!
Mary Torres
&nbsp;
======================== 
In The News
Miami hotels making money on Airbnb 
<a href="http://www.miamiherald.com/news/business/article168913237.html" target="_blank" rel="noopener noreferrer">http://www.miamiherald.com/news/business/article168913237.html</a>
Delta Adds Video Chat To Customer Service Line Up 
<a href="https://www.tnooz.com/article/delta-adds-video-chat-to-customer-service-line-up/" target="_blank" rel="noopener noreferrer">https://www.tnooz.com/article/delta-adds-video-chat-to-customer-service-line-up/</a>
========================
Download the Fuel &amp; Flip.to Website Behavior Study at <a href="https://admin.travelboommarketing.com/websitestudy/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/websitestudy/</a>
========================
Follow Us on Twitter:
@_travelboom 
@stuartbutler 
@marketingmeisha 
@makavanagh 
@pdimaio
<div>
<hr />
</div>
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Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a>. Download our leisure travel study at <a href="https://admin.travelboommarketing.com/study/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/study/</a>.

Fuel Hotel Marketing Podcast: Episode 61 – Breaking Bad-vertising: Top Hotel Marketing Myths Debunked

This week, we have a special guest star, Valerie Castillo from TrustYou on the show to talk to us about an amazing study that they recently published. The study highlights the importance of communicating properly with your guest and how that can have a positive impact on guest satisfaction and online reputation.
CLICK THE PLAY BUTTON BELOW TO START LISTENING.
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If you like what you hear, please leave a comment below, share it with your friends, and also leave a review.
========================
Show Notes:
&nbsp;
Who is TrustYou?
<ul>
<li>You might think about TrustYou as an online reputation management solution- and that would be true. But, a better way to think about TrustYou is as a guest feedback platform &#8211; an end-to-end solution for guest feedback. We believe that guest feedback influences every stage of the guest journey, and we are looking to help hotels discover ways to utilize guest feedback to market and improve their hotel.</li>
</ul>
About the Study
<ul>
<li>We’ve released 2 research studies this year. The first related to the beginning of the guest journey where they are searching for hotels and making a booking decision. The study that we will discuss today relates to the stage right after that &#8211; the onsite experience. And more specifically, we were looking to see how hotel communication methods were influencing that experience, and to evaluate what guest’s preferences were when it comes to communication.</li>
<li>Why did we do this study? After years of helping hotels with their online reviews, we found time and time again that hotels were struggling to discover how they could improve their guest’s stay as it was happening. They would assume everything was fine based on the feedback they were receiving from their concierge or onsite staff, but then the reviews they were getting were often scathing. So we sought to find a solution that would help hotels better discover, and remediate, issues that the guest had onsite, so that they could receive better reviews after the fact.</li>
</ul>
Results
<ul>
<li>The majority of guests (80%) expect hotels to initiate contact and reach out via email. 73% of guests have communicated with a hotel via online channels (email, text message, and/or social media)</li>
<li>Both text messaging and social media show statistically significantly higher satisfaction ratings than when they are both respectively not used</li>
<li>On-site hoteliers are the preferred point of contact, and guests are extremely likely (91%) to report service issues during their stay</li>
</ul>
Takeaways
<ul>
<li>Hotels MUST think about how they communicate with guests. This is an opportunity to educate, upsell, and solve issues with more efficiency than ever before.</li>
<li>Invest in online channels &#8211; your guests are using their phones and social media more than any other method of communication. Talk to them via these channels, and receive better feedback in less time.</li>
<li>Personalization is key. Online channels feel personal to us &#8211; Facebook is a place for fun, texting is a place for friends and family &#8211; be on those channels, and get happier guests.</li>
</ul>
Practical applications
<ul>
<li>Onsite messaging solutions &#8211; text, Facebook messenger, and email. Integrate with your own task management solution for efficient problem solving.</li>
<li>It may require a change in the way your hotel operates, but being proactive instead of reactive can help achieve more efficiency while reducing costs.</li>
</ul>
Download the TrustYou study at: <a href="http://www.trustyou.com/resources/consumer-research-guest-hotel-communication" target="_blank" rel="noopener noreferrer">http://www.trustyou.com/resources/consumer-research-guest-hotel-communication</a>
Follow TrustYou on Twitter: 
@TrustYou
Follow Valerie on Twitter: 
@valbonillo
======================== 
In The News
Expedia moves beyond distribution with new tools to help hoteliers sell direct 
<a href="https://www.tnooz.com/article/expedia-moves-beyond-distribution-with-new-tools-to-help-hoteliers-sell-direct/" target="_blank" rel="noopener noreferrer">https://www.tnooz.com/article/expedia-moves-beyond-distribution-with-new-tools-to-help-hoteliers-sell-direct/</a>
Hotels Push Back Against Aggregators 
<a href="http://www.cmo.com/features/articles/2017/8/2/hotels-fight-back-against-the-aggregators.html#gs.ON01j9A" target="_blank" rel="noopener noreferrer">http://www.cmo.com/features/articles/2017/8/2/hotels-fight-back-against-the-aggregators.html#gs.ON01j9A</a>
========================
Download the Fuel &amp; Flip.to Website Behavior Study at <a href="https://admin.travelboommarketing.com/websitestudy/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/websitestudy/</a>
========================
Follow Us on Twitter:
@_travelboom 
@stuartbutler 
@marketingmeisha 
@makavanagh 
@pdimaio
<div>
<hr />
</div>
<div></div>
Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a>. Download our leisure travel study at <a href="https://admin.travelboommarketing.com/study/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/study/</a>.

Fuel Hotel Marketing Podcast: Episode 60 – Easily Improve Your Guest Satisfaction by Communicating The Right Way

The marketing mix is becoming more and more complex with new opportunities and tools constantly becoming available to hoteliers. Unfortunately, the days are not getting longer so automation and smarter marketing are required to keep your hotel on cutting edge of marketing. In this episode of the Fuel Hotel Marketing Podcast, we are going to dive into how you can save time and improve your ROI on email marketing.
CLICK THE PLAY BUTTON BELOW TO START LISTENING.
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If you like what you hear, please leave a comment below, share it with your friends, and also leave a review.
========================
Show Notes:
Part 1: Personalization
It is a well-known fact that personalization improves email performance, both in the subject line and email content.  <a href="http://campaignmonitor.com/email-marketing" target="_blank" rel="noopener noreferrer">Campaign Monitor</a> released figures that on average a personalized subject line will improve open rates by 31% (18.8% for personalized content and 13.1% for generic).  Personalization beyond the subject line can further move the ball toward the goal line by improving click rate by over 10%.  Now the most important metric, revenue improvements, really depends on the offer so we will save that topic for another podcast.
Before you can personalize you need to collect data and depending on the stage of your relationship will depend on what you can personalize. Your goal as a marketer is to work on building the best possible customer database you can, and while that may start with an email address and name, it should quickly evolve to stay information, desired room types, home address, etc.
We’re going to look at two main types of personalization, basic and advanced. We would define basic as any personalization that is based on your in-house email or guest history database. Advanced would be when you go beyond that and start looking at dynamic content, browser activity, or 3rd party data feeds.  For today’s discussion we are going to look primarily at the basic personalizations that you can put into action with your list today.
Basic Personalization
<ul>
<li>Subject Line Personalization such as “Hi, Jack. Our Resort Has Great Deals!” or “Did You Know The Smith Family Can Stay For 30% Off?”</li>
<li>Offer personalization such as 30% off your next stay in an XYZ room type</li>
<li>Image and/article personalization based on guest interest or guest type.  An example of this would be showing a tour group photo and group article</li>
</ul>
These types of personalization are an excellent way to get started and will absolutely improve your campaign performance and email ROI.  However there is more, much more, that you can do to personalize your content.  This is where we get into more advanced personalization tactics.
Advanced Personalization
<ul>
<li>Real time pricing and availability</li>
<li>Dynamic email updates post send</li>
<li>Location based content</li>
<li>Current weather</li>
<li>Much more</li>
</ul>
Advanced personalization is a bit more complicated than what you can typically do directly via your ESP and database and you will typically need to enlist services such as MovableInk.com and others to make this work.
Email Tip: Personalization is as much about what you don’t send as what you do send. Exclusion lists are your friend.
Part 2: Triggered Sends and The Emails Your Hotel Can’t Live Without
Now that we have covered the personalization aspects of your sends, we are now going to go into detail on how you can combine personalization with triggered emails to make your overall email campaigns more profitable in both driving guests as well as incremental revenue from current guests.
<ul>
<li>Welcome Email(s)
<ul>
<li>Welcome emails typically have a phenomenal open and click rates (above 50%)</li>
<li>Limited personalization depending on signup method</li>
<li>This can be a single email or better yet a series of warm up emails promoting different aspects of your property</li>
</ul>
</li>
<li>Confirmation Email
<ul>
<li>This is the one trigger all properties already have, but few use them effectively.</li>
<li>70+% open rates and 25+% click rates if you are doing it correctly</li>
<li>Aside from the booking confirmation, use this to sell room upgrade and on-site amenities.</li>
</ul>
</li>
<li>Pre Arrival Emails
<ul>
<li>Based on our client email performance the pre arrival message has the best open rate of all triggered sends we manage (71%)</li>
<li>Ideal for a last minute room upgrade and selling on-site amenities</li>
<li>Use this to also begin creating the social story for the guest with strong social media integration</li>
<li>Don’t be afraid to send multiple pre-arrival emails</li>
</ul>
</li>
<li>App and Express Check In
<ul>
<li>Depending on your property this message is one of our favorite tools to improve customer satisfaction and drive incremental revenue.</li>
<li>Our clients typically see performance in the range of 50% open and 20% click through.  For one client, that equated to almost 2,000 app downloads in the 2nd quarter</li>
</ul>
</li>
<li>Post Stay
<ul>
<li>Fantastic way to gather customer experience information or drive reviews, both in-house and via TripAdvisor.</li>
<li>Opportunity for a limited time discount for future stays</li>
<li>Opportunity to elicit your guest to share experiences on social media</li>
</ul>
</li>
<li>Booking Anniversary Message (join date and/or last stay)
<ul>
<li>Don’t forget the booking anniversary message, it is an incredibly valuable tool in driving your past guests back into the booking process.</li>
<li>We have our triggers set up to typically deliver this personalized message 30 days prior to the booking anniversary of their last stay.</li>
<li>If you’re savvy and are capturing your OTA guest emails at check in you can also setup an OTA Anniversary message in an attempt to bring them back to the property, this time as a direct booking.</li>
</ul>
</li>
<li>Cancellation
<ul>
<li>Don’t let your guest cancel without putting up a fight.  We have found that we can engage customer back to the hotel site from a cancellation email relatively effectively.</li>
<li>Typically these emails have about a 55% open rate and is an ideal place to take one last shot at the guest.  We have found that a typical click through rate can be north of 4% which equates to your guests being effectively re engaged.</li>
</ul>
</li>
<li>Cart Abandonment
<ul>
<li>If you are not doing cart abandonment emails… START NOW</li>
<li>Low volume but very high engagement, averaging 50+% open rate and 25% click rate.</li>
<li>How it works:
<ul>
<li>User signs up or provides an email address somewhere on your site and cookied</li>
<li>If user enters the booking engine and leaves they get a message after an hour to return and book.</li>
</ul>
</li>
<li>Depending on the data they provide in the booking process the more personalized this email can be, such as, “ Hi Rick, your stay at our resort on August 12-15 is waiting!  But did you know popular rooms, like the XYZ ROOM TYPE, go fast?  We saved your cart for you, click here to continue…”</li>
</ul>
</li>
</ul>
Email marketing remains a hotel’s most valuable marketing asset and one of the few true direct lines of communication to your guests.  Personalizing that communication will result in more direct revenue and guest engagement.  After all it is only hospitable to speak to someone by name, and we are in the hospitality business.
&nbsp;
======================== 
In The News
<a href="https://skift.com/2017/07/20/google-is-testing-vacation-rental-search-in-its-hotel-price-comparison-tool/" target="_blank" rel="noopener noreferrer">https://skift.com/2017/07/20/google-is-testing-vacation-rental-search-in-its-hotel-price-comparison-tool/</a>
<a href="http://www.eyequant.com/blog/what-booking-can-teach-us-about-ab-testing" target="_blank" rel="noopener noreferrer">http://www.eyequant.com/blog/what-booking-can-teach-us-about-ab-testing</a>
<a href="http://searchengineland.com/google-posts-now-live-google-business-users-277710" target="_blank" rel="noopener noreferrer">http://searchengineland.com/google-posts-now-live-google-business-users-277710</a>
========================
Download the Fuel &amp; Flip.to Website Behavior Study at <a href="https://admin.travelboommarketing.com/websitestudy/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/websitestudy/</a>
========================
Follow Us on Twitter:
@_travelboom 
@stuartbutler 
@marketingmeisha 
@makavanagh 
@pdimaio
<div>
<hr />
</div>
<div></div>
Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a>. Download our leisure travel study at <a href="https://admin.travelboommarketing.com/study/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/study/</a>.

Fuel Hotel Marketing Podcast: Episode 59 – Smarter Hotel Email Automation & Personalization

Marketing your hotel can be costly, but it doesn’t have to be. In this episode we discuss some free or nearly free methods and marketing tactics that any hotel can employ to drive more awareness and more bookings to their property.
CLICK THE PLAY BUTTON BELOW TO START LISTENING. 
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If you like what you hear, please leave a comment below, share it with your friends, and also leave a review.
========================
Show Notes:
This episode was inspired by the following question:
Hi guys,
I absolutely love your podcast and listen to it religiously.  I recently bought a small 7 room boutique hotel. Currently 60% of my bookings are direct and our average occupancy is roughly 75-80%.
I would love to be able to get my direct bookings up to 70% and occupancy to 85% within the next 12 months. However, being a small hotel, my marketing budget is fairly limited.  If I were to spend $150 per month, how would you suggest I spend it?
Sincerely,
Chris Schlamp
Here you go. Chris. If you even do half of this, you’ll be well on your way to improved occupancy.
You should invest as much time and money as you possibly can, given your specific situation.
<ol>
<li>Educate yourself on simple marketing by:
<ul>
<li>Using online education sites such as Linda.com or skillshare.com</li>
<li>Finding sites that give you a solid foundational understanding of specific marketing skills. A great place to learn about SEO is the Beginner&#8217;s Guide to SEO on Moz.com.</li>
<li>There’s also a magical site on the Internet that can answer any question and teach you any skill. It’s called ‘Google.com’.</li>
<li>Listening to the Fuel Hotel Marketing Podcast</li>
</ul>
</li>
<li>Get an intern from local college to handle blogging, event coverage and social media. This can often be free if the work applies to course credit. Even if you have to pay them, it’s can be less than $10/hr.</li>
<li>Ask a current staff member who has an interest to post on social media or write blogs.</li>
<li>Consider reinvesting a portion of the savings from OTA commissions back into incentives for direct bookers or a loyalty program.</li>
</ol>
Build your owned assets.
<ol>
<li>Build a low cost website (weebly.com, wix.com, squarespace.com, wordpress.com), but make sure that it has a kick-ass booking engine and the ability to publish blogs on a frequent basis.</li>
<li>Claim and optimize your local listings on Google and all other major directories.</li>
<li>Build a quality email database and send emails using MailChimp &#8211; email marketing is still the most effective channel for hotels and there’s no better platform out there for small properties than MailChimp. If you have fewer than 2,000 subscribers and send fewer than 12,000 total emails per month, it’s absolutely free.</li>
<li>Build your content. Write down a list of every question you have ever been asked about your property or your area. No question is too small or too insignificant. Once you’ve compile the list, start writing well thought out and useful responses to each question and publish them on your site. Keep adding to the list as new question come up.</li>
<li>Hold a photo Contest for local photographers to generate high quality and diverse photography. The rules should state that you own the unlimited usage rights to all submissions. Offer a free stay to the winner as an incentive.</li>
<li>Build a list of local and regional media outlets and send them press releases on a regular basis.</li>
</ol>
Engage with the local community
<ol>
<li>Feature and sell local art throughout your property.</li>
<li>Engage with local groups/clubs and let them meet at your property for free. For example, a local running club or a yoga class.</li>
<li>Host contests between local restaurants at your property.</li>
<li>Create an ‘Insider’s guide’ to your area and give it to every guest. Also give copies to all of the area bars and restaurants who your feature and let them give it to their patrons.</li>
<li>Collect donations for local charities. Toys for tots, food banks, etc.</li>
<li>Join with local businesses to create a magical Christmas stay for a need family each year.</li>
</ol>
Differentiate yourself 
<ol>
<li>Create a themed room and tie it into a charity</li>
<li>Offer unique experiences such as stories by the campfire, a whacky museum related to the local area, or perhaps,  dress up like Elvis every Wednesday and belt out your best rendition of Blue Suede Shoes by your pool.</li>
<li>Utilize unique spaces within your property. If you have a lawn area or a rooftop terrace, or simply a small breakfast area, think about how you utilize the space for maximum impact. For example, your rooftop terrace could be a breakfast area in the morning, but a hip night time spot for cocktails.</li>
<li>Turn your lobby into a gathering space</li>
<li>Offer Starbucks coffee</li>
<li>Make your eateries all organic and source the food locally</li>
<li>Create a unique selfie-spot</li>
<li>Set up a live webcam and take a shot at specific times during the day and post them on your website</li>
<li>Create a photo scavenger hunt on instagram</li>
<li>Put an amazon echo in every room</li>
<li>Add multi-language support to your website using Google Translate</li>
</ol>
Focus on the guest experience (this is the best form of marketing)
<ol>
<li>Ensure that every guest receives a warm and friendly welcome</li>
<li>Speak with your guest at every opportunity and find out the following:
<ul>
<li>Who they are</li>
<li>Where they’re from</li>
<li>What they like</li>
<li>Why they came to the area</li>
<li>Why the chose you</li>
</ul>
</li>
<li>Address your guests by name and always smile when you see them (and insist that your staff do the same)</li>
<li>If you’re a family friendly property have your staff carry stickers and temporary tattoos to give out to the kiddos</li>
<li>Surprise and delight them during the stay</li>
<li>Don’t forget to personally thank your guests when they are leaving and ask them to leave a review</li>
</ol>
======================== 
In The News
Kayak &amp; Amazon Echo Now Offer Voice-Powered Hotel Booking &#8211; Meisha 
<a href="https://skift.com/2017/07/11/kayak-and-amazon-alexa-now-offer-voice-powered-hotel-booking/" target="_blank" rel="noopener noreferrer">https://skift.com/2017/07/11/kayak-and-amazon-alexa-now-offer-voice-powered-hotel-booking/</a>
Direct Booking Campaign Stats Are In &#8211; Freebie? 
<a href="https://www.mediapost.com/publications/article/304146/marriott-wyndham-gain-direct-traffic-bookings-fr.html" target="_blank" rel="noopener noreferrer">https://www.mediapost.com/publications/article/304146/marriott-wyndham-gain-direct-traffic-bookings-fr.html</a>
Best SEO Practices For Travel Differ From Other Industries 
<a href="https://www.tnooz.com/article/search-rankings-travel-google-searchmetrics/" target="_blank" rel="noopener noreferrer">https://www.tnooz.com/article/search-rankings-travel-google-searchmetrics/</a>
========================
Download the Fuel &amp; Flip.to Website Behavior Study at <a href="https://admin.travelboommarketing.com/websitestudy/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/websitestudy/</a>
========================
Follow Us on Twitter:
@_travelboom 
@stuartbutler 
@marketingmeisha 
@makavanagh 
@pdimaio
<div>
<hr />
</div>
<div></div>
Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a>. Download our leisure travel study at <a href="https://admin.travelboommarketing.com/study/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/study/</a>.

Fuel Hotel Marketing Podcast: Episode 58 – How to Market Your Hotel on a Shoestring Budget

Stuart recently attended the HITEC 2017 show in Toronto. In this episode, we talk about the overall mood of the industry and give a shout out to some of the stand out vendors who were there.
CLICK THE PLAY BUTTON BELOW TO START LISTENING. 
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If you like what you hear, please leave a comment below, share it with your friends, and also leave a review.
========================
Show Notes:
Here are some of our favorite vendors from HITEC 2017:
TrustYou &#8211; <a href="http://www.trustyou.com/" target="_blank" rel="noopener noreferrer">http://www.trustyou.com/</a> &#8211; collecting guest data, allowing you to manage and respond. But also pushing data back out to Google, Kayak, Skyscanner to promote your trust score.
Angie &#8211; <a href="http://angie.ai/" target="_blank" rel="noopener noreferrer">http://angie.ai/</a> &#8211; A dedicated voice and touch controlled virtual assistant specifically built for  hotel rooms.
Savioke &#8211; <a href="http://www.savioke.com/" target="_blank" rel="noopener noreferrer">http://www.savioke.com/</a>. An innovative room service robot with the appeal of R2-D2.
Stay Wanderful &#8211; <a href="https://www.staywanderful.com/" target="_blank" rel="noopener noreferrer">https://www.staywanderful.com/</a> &#8211; loyalty rewards take on a whole new meaning with this revolutionary start-up. Guests who book direct can claim instant rewards from retail giants such as JC Penney, Starbucks and Uber.
======================== 
In The News
Kayak Enables Emoji Search For Select Destinations (Meisha) 
<a href="http://www.thedrum.com/news/2017/06/26/kayak-enables-emoji-search-select-destinations" target="_blank" rel="noopener noreferrer">http://www.thedrum.com/news/2017/06/26/kayak-enables-emoji-search-select-destinations</a>
Fake Travel Firms Duping Google 
<a href="http://www.travelweekly.co.uk/articles/281798/fake-travel-firms-duping-google-into-thinking-they-are-genuine" target="_blank" rel="noopener noreferrer">http://www.travelweekly.co.uk/articles/281798/fake-travel-firms-duping-google-into-thinking-they-are-genuine</a>
OTAs Go On A Summer Spending Spree (Pete) 
<a href="http://adage.com/article/news/online-travel-agencies-ummer-pending-pree/309570/" target="_blank" rel="noopener noreferrer">http://adage.com/article/news/online-travel-agencies-ummer-pending-pree/309570/</a>
========================
Download the Fuel &amp; Flip.to Website Behavior Study at <a href="https://admin.travelboommarketing.com/websitestudy/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/websitestudy/</a>
========================
Follow Us on Twitter:
@_travelboom 
@stuartbutler 
@marketingmeisha 
@makavanagh 
@pdimaio
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Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a>. Download our leisure travel study at <a href="https://admin.travelboommarketing.com/study/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/study/</a>.

Fuel Hotel Marketing Podcast: Episode 57 – What You Missed at HITEC 2017

Having a mobile-first mindset is key to a successful hotel marketing strategy. To get it right, you have to make sure that you’re paying attention to PPC, the local listings, and your organic search results. In this episode, we break down all three and provide some tips and tricks to ensure that you dominate against your hotel competition.
CLICK THE PLAY BUTTON BELOW TO START LISTENING. 
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If you like what you hear, please leave a comment below, share it with your friends, and also leave a review.
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Show Notes:
Mobile-First PPC
<ul>
<li>First thing on the SERP &#8211; Ads often go well below the “fold”</li>
<li>Up to 4 ads can show at once, requiring searcher to scroll for more content</li>
<li>Bidding for #1 position is the best way to be front and center
<ul>
<li>Mobile bid adjustments (settings &gt; devices)</li>
<li>You can NOT run on mobile by setting -100% bid</li>
</ul>
</li>
<li>Using ad extensions will help your ad take up more SERP real estate</li>
<li>Call extensions or call-only ads can drive direct calls to your property</li>
<li>Segment your campaigns and analyze the difference between mobile and desktop performance
<ul>
<li>Don’t assume that all campaign data together represents mobile specific performance</li>
</ul>
</li>
<li>OTAs are present in this space &#8211; monitor your competition</li>
<li>Make sure your landing page is mobile friendly!</li>
</ul>
More <a href="https://admin.travelboommarketing.com/blog/fast-easy-mobile-ppc-tips-hotels/" target="_blank" rel="noopener noreferrer">Mobile PPC Tips</a> via the Fuel Blog.
Local Search Pack &amp; Google Hotel Ads 
<ul>
<li>The local 3-pack &amp; map combo appears below the paid ads and above the natural search listings</li>
<li>Appearance will differ greatly based on the search query → brand vs non-brand
<ul>
<li>Branded search queries show interactive</li>
<li>Non-branded queries will reveal an interactive map, date selection tool, filter buttons, and 3 relevant listings (Determined by Google)</li>
</ul>
</li>
<li>Make sure you have access to and fully control your Google My Business page
<ul>
<li>Make sure all info and links are up to date</li>
<li>Use high quality images</li>
</ul>
</li>
<li>Google Hotel Ads are present throughout the search experience
<ul>
<li>Appear for brand &amp; non-brand search terms</li>
<li>No control over where these show; cannot see keyword level data</li>
</ul>
</li>
<li>Booking engine integration, hotels must work with a verified partner (See also: Fuel Travel)
<ul>
<li>3 data feeds → hotel listing feed, price &amp; availability feed, point of sale feed</li>
<li>Bids → Managed through Google.com/Ads/Hotels dashboard</li>
<li>Dashboard with performance score &amp; warnings</li>
</ul>
</li>
<li>OTAs are very present in this space</li>
<li>Automation and intelligence has greatly improved performance over the past several months → ROAS has been phenomenal</li>
</ul>
Mobile-First SEO
<ul>
<li>The last type of SERP result that searchers will see on their phones &#8211; requires a bit of scrolling to find.</li>
<li>Mobile specific rank factors:
<ul>
<li>Mobile friendly website</li>
<li>Page speed &amp; site speed (Tool: <a href="https://testmysite.withgoogle.com/intl/en-gb/" target="_blank" rel="noopener noreferrer">TestMySite.WithGoogle.Com</a> or Google Search Console)</li>
<li>Site design for mobile → No flash, No intrusive pop-ups, user-friendly design (mobile usability)
<ul>
<li><a href="http://searchengineland.com/interstitialgeddon-google-warns-will-crack-intrusive-interstitials-next-january-257252" target="_blank" rel="noopener noreferrer">Penalty for intrusive popups</a> (Jan. 2017)</li>
</ul>
</li>
<li>Do not block important page resources → CSS, JavaScript, Images, etc. (make sure your site is crawlable and indexable)</li>
<li>Schema.org markups (<a href="http://schema.org/docs/hotels.html" target="_blank" rel="noopener noreferrer">hotel list here</a>)</li>
<li>Keep meta information in check → Less room to work with vs desktop</li>
<li>Resource → <a href="https://moz.com/learn/seo/mobile-optimization" target="_blank" rel="noopener noreferrer">Moz Mobile Optimization Guide</a> &amp; <a href="https://developers.google.com/webmasters/mobile-sites/mobile-seo/" target="_blank" rel="noopener noreferrer">Google Mobile SEO Guide</a></li>
</ul>
</li>
<li>Monitor mobile specific rankings &amp; mobile specific KPIs
<ul>
<li>Many SEO platforms &amp; rank tracking software allow you to track both mobile and desktop search queries</li>
<li>You can easily segment mobile visitors in Google Analytics &amp; other analytics platforms to monitor mobile specific performance</li>
</ul>
</li>
<li>AMP Pages &#8211; Yay or Nay</li>
</ul>
HITEC Boothe 1911. Come see us and learn about Guest Express Mobile App 
We’re offering HITEC pricing to our podcast listeners through June 30.
Question from Travis Kilgallon 
“Our facebook account was under a name and was blocked by Facebook in November last year but they didn&#8217;t give me time to convert it. I submitted documents, have tried everything but we don&#8217;t have access to anything Facebook i.e. Airbnb, certain accounts, trip advisor. I have had to get other passwords to use these. I have tried everything, lodged help request, complaints, tried to claim our Facebook Listing page under my own account. This is the error I get: Thanks for your help We&#8217;ll take a look at the documents you submitted and get back to you. If we need more help with confirming your name, we&#8217;ll contact you for additional documentation. Do you guys know how I can get access back? I had to claim 3 pages because people checked-in under different company names. But I no longer have access to anything Facebook, our facebook business page listing is blocked with that message. I still get the weekly page activity email and am notified if people leave a review so it doesn&#8217;t seem dead. Thanks so much for your help. Kind regards.”
Facebook support is pretty terrible, unless you are an advertiser that spends a ton of money.
Facebook Chat Support: <a href="https://www.facebook.com/business/form/chat" target="_blank" rel="noopener noreferrer">https://www.facebook.com/business/form/chat</a> → Might not actually get you anywhere but it’s a start.
Community Forum: <a href="https://www.facebook.com/business/help/community/" target="_blank" rel="noopener noreferrer">https://www.facebook.com/business/help/community/</a>
To abide by Facebook’s rules, use Business.Facebook.com to run your page and ads. Create new page, complete profile information, claim relevant URL, start building new page and audience so Facebook will recognize that page as the authority.
<ul>
<li>Might have to spend a bit of money to reclaim &amp; rebuild fan base</li>
</ul>
========================
COME SEE US AT HITEC | BOOTH 1911
======================== 
In The News
Best Western Is Testing Voice-Activated Rooms 
<a href="https://skift.com/2017/06/06/best-western-is-testing-voice-activated-rooms/" target="_blank" rel="noopener noreferrer">https://skift.com/2017/06/06/best-western-is-testing-voice-activated-rooms/</a>
RIP Expedia Online Visibility 
<a href="https://goralewicz.com/blog/expedia-com-seo-visibility-drop/" target="_blank" rel="noopener noreferrer">https://goralewicz.com/blog/expedia-com-seo-visibility-drop/</a>
========================
Download the Fuel &amp; Flip.to Website Behavior Study at <a href="https://admin.travelboommarketing.com/websitestudy/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/websitestudy/</a>
========================
Follow Us on Twitter:
@_travelboom 
@stuartbutler 
@marketingmeisha 
@makavanagh 
@pdimaio
<div>
<hr />
</div>
<div></div>
Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a>. Download our leisure travel study at <a href="https://admin.travelboommarketing.com/study/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/study/</a>.

Hotel Marketing Podcast

Fuel Hotel Marketing Podcast: Episode 64 – Secrets To Becoming A Hotel Advertising Pro

Fuel Hotel Marketing Podcast: Episode 64 – Secrets To Becoming A Hotel Advertising Pro

Fuel Hotel Marketing Podcast: Episode 63 – How To Make Your Hotel Website More Effective By Answering Questions

Fuel Hotel Marketing Podcast: Episode 63 – How To Make Your Hotel Website More Effective By Answering Questions

Fuel Hotel Marketing Podcast: Episode 62 – 5 Unbelievable Hotel Marketing Facts You Need To Know And Act Upon

Fuel Hotel Marketing Podcast: Episode 62 – 5 Unbelievable Hotel Marketing Facts You Need To Know And Act Upon

Fuel Hotel Marketing Podcast: Episode 61 – Breaking Bad-vertising: Top Hotel Marketing Myths Debunked

Fuel Hotel Marketing Podcast: Episode 60 – Easily Improve Your Guest Satisfaction by Communicating The Right Way

Fuel Hotel Marketing Podcast: Episode 59 – Smarter Hotel Email Automation & Personalization

Fuel Hotel Marketing Podcast: Episode 58 – How to Market Your Hotel on a Shoestring Budget

Fuel Hotel Marketing Podcast: Episode 57 – What You Missed at HITEC 2017

Fuel Hotel Marketing Podcast: Episode 56 – How Your Hotel Can Dominate the SERP In A Mobile-First World

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